Understand Your Buyer > How to connect with your buyer > The Express Service Effect
What is it?
The Express Service Effect is all about offering your buyers the convenience of paying more to have a quicker delivery.
Why does it work?
It works because most buyers are impatient and want results. Whilst we know we have to wait for things, we also know that often we can pay more money and thus have to wait less.
How can you use it?
Depending on your offering, think about how you could create an express or priority version of your offering. Take inspiration from theme park “Fast Track” passes and EasyJet’s Speedy Boarding and consider what matters to your buyer and what you could do differently to speed up their experience.
Example
Amazon Prime is a perfect example. Buyers pay extra for faster delivery, often getting their items the same or next day. This express option caters to impatience and convenience, making it incredibly popular.
Another example is Skip the Line passes at Disney theme parks. Guests can pay more for Lightning Lane access, skipping long queues for top attractions. They’re not buying a different ride – just a faster experience. That’s the Express Service Effect in action.
See also
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